Adiant, owner of Adblade – a mammoth content-style native advertising platform on the internet and the Adblade Exchange — and Zemanta, a native content demand-side platform (DSP), have announced they’re now going to work together.
And the outcome is something big. Very, very big.
The companies have launched both a partnership and a platform integration.
What does this mean for marketers? A buy on Adblade’s Exchange through the Zemanta One Content DSP now will allow marketers to programmatically bid in real time on billions of monthly content-style native ad impressions across literally thousands of desktop and mobile websites.
“Adiant has simplified the RTB content-style native ad buying process with the creation of the Adblade Exchange,” according to a statement from the companies provided to NativeMobile ahead of the weekend. “The way in which Adiant has developed their RTB technology makes it easier for DSPs to administer, manage inventory, and meet goals for content-style native advertising campaigns. This advanced technology allows Zemanta to easily achieve the scalability they are looking to provide to marketers.”
The goal, say the new partners, is to utilize Adiant’s proprietary RTB technology allowing DSPs, such as Zemanta, to execute highly successful programmatic campaigns. They’re successful due to an enhanced ability to target the right audiences and deliver relevant messages.
Adiant’s Adblade Exchange already delivers highly targeted native ads through its RTB system to thousands of local and national branded digital properties, including publishers such as McClatchy Newspapers, Worldnow, Lee Enterprises, Christian Science Monitor, Washington Times, ABC News, Hearst, and others.